UNIVISION
Audience Strategy
Understanding Hispanic News Viewership
A Study in Partnership with Univision
In a world with more options than ever before for news, Univision sought to better understand the unique value they provide to the Hispanic community, as well as to the advertising partners that run alongside their news content.
The Study
In partnership with Univision, we developed a study inviting thousands of viewers to Lumiere to watch and rate clips of ads stitched into news and non-news content. This approach allowed us to measure the impact of the news environment on ads and advertising partners.
The Study
In partnership with Univision, we developed a study inviting thousands of viewers to Lumiere to watch and rate clips of ads stitched into news and non-news content. This approach allowed us to measure the impact of the news environment on ads and advertising partners.
The Study
In partnership with Univision, we developed a study inviting thousands of viewers to Lumiere to watch and rate clips of ads stitched into news and non-news content. This approach allowed us to measure the impact of the news environment on ads and advertising partners.
We also conducted in-depth interviews with fans of Univision, to learn a little more about their viewing habits, preferences, and their perspectives on advertisers who partner with Univision. They allowed us to get a richer picture of why the network – and its news content – has the ad impact it does.
Here are just a few of the things we learned…
Here are just a few of the things we learned…
Here are just a few of the things we learned…
Here are just a few of the things we learned…
Here are just a few of the things we learned…
Univision Tops the Competition
Univision remains the number 1 news choice for US Hispanic viewers.
Univision Tops the Competition
Univision remains the number 1 news choice for US Hispanic viewers.
Univision Tops the Competition
Univision remains the number 1 news choice for US Hispanic viewers.
Univision Tops the Competition
Univision remains the number 1 news choice for US Hispanic viewers.
Univision Tops the Competition
Univision remains the number 1 news choice for US Hispanic viewers.
Ads Aren’t Typically Impacted by News Content
96% of viewers agree news (even negative news) doesn’t negatively impact how they see adjacent ads.
Ads Aren’t Typically Impacted by News Content
96% of viewers agree news (even negative news) doesn’t negatively impact how they see adjacent ads.
Ads Aren’t Typically Impacted by News Content
96% of viewers agree news (even negative news) doesn’t negatively impact how they see adjacent ads.
Ads Aren’t Typically Impacted by News Content
96% of viewers agree news (even negative news) doesn’t negatively impact how they see adjacent ads.
Ads Aren’t Typically Impacted by News Content
96% of viewers agree news (even negative news) doesn’t negatively impact how they see adjacent ads.
Ad Association with News Has Benefits
55% of viewers feel brands are smart to associate themselves with news content.
Ad Association with News Has Benefits
55% of viewers feel brands are smart to associate themselves with news content.
Ad Association with News Has Benefits
55% of viewers feel brands are smart to associate themselves with news content.
Ad Association with News Has Benefits
55% of viewers feel brands are smart to associate themselves with news content.
Ad Association with News Has Benefits
55% of viewers feel brands are smart to associate themselves with news content.
Univision Has a Unique Advantage for Brands
Compared to English-language news…. Viewers are 28% more likely to feel favorably towards brands advertised on Univision News AND They are 16% more likely to want to watch or learn more about the brands advertised on Univision News
Univision Has a Unique Advantage for Brands
Compared to English-language news…. Viewers are 28% more likely to feel favorably towards brands advertised on Univision News AND They are 16% more likely to want to watch or learn more about the brands advertised on Univision News
Univision Has a Unique Advantage for Brands
Compared to English-language news…. Viewers are 28% more likely to feel favorably towards brands advertised on Univision News AND They are 16% more likely to want to watch or learn more about the brands advertised on Univision News
Univision Has a Unique Advantage for Brands
Compared to English-language news…. Viewers are 28% more likely to feel favorably towards brands advertised on Univision News AND They are 16% more likely to want to watch or learn more about the brands advertised on Univision News
Univision Has a Unique Advantage for Brands
Compared to English-language news…. Viewers are 28% more likely to feel favorably towards brands advertised on Univision News AND They are 16% more likely to want to watch or learn more about the brands advertised on Univision News
Want to know more about what made these depictions appealing to our audience? Or what they might enjoy most about your content? Reach out to us!
Want to know more about what made these depictions appealing to our audience? Or what they might enjoy most about your content? Reach out to us!
Want to know more about what made these depictions appealing to our audience? Or what they might enjoy most about your content? Reach out to us!
Want to know more about what made these depictions appealing to our audience? Or what they might enjoy most about your content? Reach out to us!
Want to know more about what made these depictions appealing to our audience? Or what they might enjoy most about your content? Reach out to us!
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Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
Want to know even more about what audiences found compelling in these clips? Or what they might find particularly engaging in your content? Reach out to us!
